Digital takes 63% of e-commerce ad spend as TV and print see big drops

Digital platforms accounted for 63% of total e-commerce advertising spend in 2024, even as overall ad investments in the sector declined, according to a new report by ad-tech agency Excellent Publicity.

The report, compiled using campaign data and insights from TAM Media Research, highlights a sharp pivot toward digital advertising amid tightening budgets across the board. While digital spend itself dropped by 37% compared to the previous year, the cut was far less severe than in traditional formats like television, radio, and print.